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Accor, the world’s leading hotel group, has signed a master development agreement with Saudi start-up Amsa Hospitality, which is redefining the Arabian hospitality industry in local and international markets, to develop and franchise 18 hotels in Saudi Arabia’s second-tier cities for ten years.
Under the agreement, Amsa Hospitality will develop a range of Accor’s budget and mid-range brands, including ibis Styles, Mercure, Mercure Living, Novotel, Novotel Lifestyle and the recently launched Handwritten Collection, while also investing in Operate as a third-party operator asset.
As part of the agreement, Amsa Hospitality will be responsible for hotels in several cities in Saudi Arabia, including Ha’il, Jubail, Taif, Al-Ula, Tabuk and Jazan, Accor said in a statement.
Every hotel brand caters to a different target audience. These include the ibis Styles brand, which focuses on value-conscious business and leisure travelers, with each hotel featuring a unique and inspiring design theme, it said.
The mid-range Mercure hotel is inspired by the local environment, celebrating the locals and authentic local food, while the Novotel brand aims to provide opportunities for all travelers to relax and unwind. It added that the Handwritten Collection will offer intimate, stylish hotels with character.
Unveiling its grand plans for Saudi Arabia on the ongoing Arabian tourism market, Amsa Hospitality CEO Mohammad Alathel said: “We are committed to the success of the Kingdom of Saudi Arabia’s Vision 2030, which supports our local, regional and global foundation for development.”
“We therefore very much support the Kingdom’s ambitious plans to develop the country’s second-tier cities. Such an aggressive strategy must be accompanied by quality hospitality, offering the best international standards,” he noted.
“As we have promised, we believe that Accor is the best hotel company to deliver the high level of guaranteed quality we are looking for, and their wide selection of brands allows us to offer the best possible hotel for each urban setting. Hotel services,” Alassell said.
“This long-term partnership between Amsa and Accor will bring first-class modern hospitality – an expertise for which Accor is renowned – and Amsa Hospitality’s commitment to bringing the centuries-old tradition of Arabian hospitality to the into today’s world, staying true to our motto ‘A hallmark of Arab hospitality’,” he added.
Duncan O’Rourke, CEO of Accor Premium, Midsize and Economy (MEA and Asia Pacific), said the group’s strategic partnership with Amsa Hospitality marks an important milestone in its growth strategy for Saudi Arabia, an emerging The hospitality industry offers a host of opportunities to leverage the group’s portfolio of hotel brands.
“The long-term partnership with Amsa Hospitality underscores our commitment to supporting Saudi Arabia’s tourism goals, while maintaining a focus on the Arabian heritage and culture that Amsa Hospitality focuses on offering,” he added.-TradeArabia News Service
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